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Supply Side West In Brief

This article was originally published in The Tan Sheet

Executive Summary

Zila: Orange-flavored Ester-C softchews will hit the market next year, Zila Nutraceuticals announced at the Supply Side West Trade Show & Conference in Las Vegas Sept. 29-Oct. 1. The 250 mg chew has been in development for more than two years. Television ads for Ester-C are breaking now and will run through March, reflecting the seasonal nature of vitamin C, while Ester-E spots are scheduled to air year-round. Radio ads featuring Larry King, now in their third season, complement the TV spots by targeting women aged 45 and older, and also represent an effort to "get closer to consumers," the Phoenix-based firm said. The promotional campaign is coordinated by Karlen Williams Graybill (New York) (1"The Tan Sheet" Aug. 18, 2003, p. 14). Zila said media spending for this year is double last year's, making the firm the fifth largest advertiser in the vitamin industry...

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